Just a couple of years ago, over-the-top (OTT) service was being called “an attractive new gateway to reach TV viewers.” But, today, it seems that almost everyone is using OTT services – streaming of video content over the Internet without the involvement of a multiple-system operator in the control or distribution – either to supplement traditional cable TV services or sometimes as a total replacement for pay TV.

A recent Parks Associates survey found that 7 percent of broadband households, or 8.4 million households, in the U.S. subscribe to at least one OTT service but not to a pay TV service. This demographic includes both “cord cutters” – former pay TV subscribers who have opted for OTT streaming services instead – and “cord nevers.” Cord nevers are the younger college generation raised on social media and Netflix, who are used to any content, any time, on any device. Viewers in this generation often decide not to sign up for pricey cable packages when they move into their first apartment.

From the article "Streaming: The New Normal?" by Alan Arolovitch.

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